For over 60 years, Benihana has been known for its theatrical teppanyaki experience, skilled chefs and bold Japanese-inspired flavours. But Benihana Express needed to bring that same sense of energy and personality to a completely different kind of restaurant.
Designed for people who want their Benihana fix without the wait, the new concept takes the brand into a smaller, faster and more flexible format – designed around the pace of everyday life.
The challenge was to create an identity that felt unmistakably Benihana, while giving Express its own reason to exist.
Rather than simply shrinking the existing brand down, we looked at what makes Benihana distinctive and explored how those elements could be reinterpreted for a fast-casual audience.
The brand’s visual identity is built around a more tactile, casual, and fast-paced expression of the Benihana heritage. It captures the energy of food made with movement and personality, translating the experience into a bold, approachable, and contemporary visual language.
The identity is rooted in the principles of analogue design, texture, and movement. Through the use of elements such as half-tone, overprint, hand-drawn details, and layered finishes, the brand should feel authentic, energetic, and full of character. These elements work together to create a sense of casual speed — a visual expression of quick service, real moments, and food experiences that feel spontaneous and engaging.
